Marketing Role Play Assignment: CAMI Automotive Case Analysis

This assignment presents a detailed role-play scenario set at CAMI Automotive, a Canadian automotive company. The student takes on the role of a sales executive tasked with selling the Chevrolet Equinox, a crossover utility vehicle. The report covers the company background, market analysis, and competitive landscape, including competitors like Zenn. The customer profile is defined as a young, expectant couple seeking a comfortable and safe car. The sales strategy focuses on highlighting the Equinox's features, such as good mileage, driver assistance, and smooth riding, catering to the customer's needs for comfort and safety. The student plans to use the company website and brochures to provide detailed product information and address the customer's concerns about financing and safety. The assignment emphasizes the importance of understanding customer needs and using effective sales techniques to close the deal.

RUNNING HEAD: ROLE PLAY

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Task 1:
1. The chosen company for the role-play scenario is CAMI Automotive Motor Company,
situated in Canada. The company chosen, is one of the most reputed car company known for
their dealership in affordable car. The middle and upper middle class of the country prefer this
company. For this role play we have chosen their recent product, Chevrolet Equinox, a cross
over utility vehicle.
2. In the company, the position that I assume is of the sales executive of the cars. Though the
company also deals with the selling of the automotive products and parts, the post I assume is the
sales executive of the four wheeled automobiles.
In this position, I am entitled to sell the four wheeled cars presented in the showroom of
the company. I am here, the business to customer sales executive who is entitled to understand
the need of the business customer as well as help the company to improve in their sales (.Long,
Tellefsen, & Lichtenthal, 2017).
3. For the post, the required level of education was an MBA degree in sales and marketing. The
knowledge in marketing helps the person to have the potential of understanding the strategic
mission of the company. Moreover, the knowledge in sales will make me able to understand the
psychology and need of the customer.
4. Since the job of sales executive requires the handling of the customers and making them
curious about the product, the company needs a person who is good in interpersonal skills. The
company being a reputed one generally needs to have an executive who has atleast an experience
of two years. The key skills required for me will be maturity, confidence, excellent

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communication skills, commercial awareness, patience, numerical skills, perseverance etc. the
key expertise requires the understanding of the customer’s need, the ability to attract customers
towards the products etc.
Task 2:
CAMI automotive is a reputed automobile company in Canada that specialises in the production
of the fully cross over utility vehicles. General Motors Canada owns the company. The
headquarter of the company is at Ingresoll, Canada. This is an independently operated joint
venture of the manufacturing of the cars in Ingresoll. Previously, the company did not saw
success in the decade. However, at present the company has become the sole survivor among
those who had come under Japanese mystique of the automotive management. The company at
present are producing vehicles that are based on Crossover SUVs. The number of employees
working in the company at present is over 200 along with the other contractual workers and
factory workers. The main significance of their product is that they invest to a large extent for
developing their technologies in making their cars high crossovers.
2. The market of the company is developing than past. Previously it was not succeeding as they
were not keen on differentiating their products and did not scored a significant place in
positioning. However, after 2013, the company invested largely in their development. At present,
it is making their recent Chevrolet equinox. The market of the company can be said to be
expanding.
3. The main competitors for the company are the other automobile companies that are
particularly dealing with the improvements in the technologies. Zenn is one of the tough
competitors of CAMI since Zenn recently has focused on making electrical vehicles that will be

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more enhanced in delivering a more comfort riding. The company‘s secondary competitors re the
automobile parts delivering and manufacturing companies in Canada. Since CAMI is one of the
leading manufacturers of the parts of the automobiles and they make a direct business to
customer service, the threat of competitor in this respect is a crucial one.
In the role play, I can also persuade the customer in buying related products like the
accessories like wheel designs, car lights, steering covers etc.
Task 3:
1. The customer who will come to buy the car in the proposed railway will be named Mr. Adam
Smith. He will come with his with his pregnant wife with the aim of buying a car that will impart
the maximum comfort while riding.
2. The client who will come to the showroom will be a bank employee in the managerial post. He
will be a young employee who has an income of thirty thousand dollars per year. He is in an
entry level managerial post since he is quite young aged and has a work experience of few years
only. He comes to the showroom with his wife who is pregnant. He is looking for a car that
delivers riding comfort for her wife and a car that has advanced technologies of reduced risk.
Moreover, since his wife also sometimes drives the car herself, his concern is more onto the
driving comfort and enhanced technology. The couple is around 28 to 30 yeras of age and is
expecting their first child.
3. Since if am the sales executive of the showroom, the client will come to meet me in order to
get help in finding a suitable car for them. Generally, customers within the city do not buy cars
from online platforms since, most of them prefer to learn about the technical advantages of the

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car before purchasing. Moreover, a test drive is held essential by the customers. Thus, the
customer generally wants to meet the sales executive who will have a thorough knowledge on
cars and who will able to show them the required ones judging their necessities (Goyal &
Sadasivam, 2015) It is also the sales executive who is responsible for letting the customers know
about the different loan facilities or the pricing structures.
4. The meeting will be held within the showroom itself.
5. In this case, though the husband is buying the car, the main decision will rest upon the wife
because it is particularly being bought for the lady.
6. there are some additional information as follows that I will like to know from the client:
a. Is it their first buy on cars?
b. if no, then what type of cars they are looking for now- same type or different?
c. Does he want anything specific requirements for his car to have
d. what feature that is there in his current vehicle that he still wants in his new car?
e. will he be trading in his current car
f. Are they planning to pay in cash or want to finance the vehicle?
e. is there anything that makes him thinking of not going forward in buying the car that is being
shown to him.

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Task 4:
1. For the convenience of the client I will be trying to sell them the Chevrolet Equinox, the
car that the company has currently brought in market.
The client’s main area of concern is a car that will be comfortable for riding and will give
smooth mileage without much of jerking since the one who will mainly drive the car will
be a pregnant lady. Thus, I will focus on selling the product as this is a complete cross
over vehicle that is designed with recent and modern technologies.
2. The main features of the product include:
a. Good mileage and low emission of gas
b. A good handling capability that will make it user friendly
c. Driver assistance features
d. The cross over car will guarantee a smooth ride.
e. Less expensive
f. Easy gearing
3. The description of the product should be pertaining to the needs of the client so that they
are convinced enough. The presence of the following features can make the car attractive
and useful for the client who have visited and can turn them into potential customers
a. The low expense of the car and the financing facilities can attract a young employee
like the client.
b. The user friendliness and the complete smooth riding will lessen up the risk of
causing up of any hazard to the pregnant lady. This was their main area of concern.
c. The good handling capability and the driver assistance features will help the lady in
driving safe and secure.

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d. The cross over vehicles are particularly designed to minimise the risk of unnecessary
jerking or harsh breaks.
4. I will like to show the clients the website of the company and a brochure for giving them
more insight about the product. While website is one of the key tools for providing
information and creating a bi way communication with the customer, brochure will help
the customer to see through all the minute details.

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Bibliography:
https://plants.gm.com/Facilities/public/ca/en/CAMI/news.html
Reference List:
Goyal, K. A., & Sadasivam, A. (2015). A critical analysis of rational & emotional approaches in
car selling. International Journal of Business Research and Management (IJBRM), 1(2),
59-63.
Long, M. M., Tellefsen, T., & Lichtenthal, J. D. (2017). Internet integration into the industrial
selling process: A step-by-step approach. Industrial Marketing Management, 36(5), 676-
689.